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Technical Note—Why Does the NBD Model Work? Robustness in Representing Product Purchases, Brand Purchases and Imperfectly Recorded Purchases

David C. Schmittlein
David C. Schmittlein
University of Pennsylvania
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,
Albert C. Bemmaor
Albert C. Bemmaor
Ecole Superieure des Sciences Economiques et Commerciales
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,
Donald G. Morrison
Donald G. Morrison
Columbia University
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David C. Schmittlein

University of Pennsylvania

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Albert C. Bemmaor

Ecole Superieure des Sciences Economiques et Commerciales

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Donald G. Morrison

Columbia University

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Published Online:1 Aug 1985https://doi.org/10.1287/mksc.4.3.255

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Volume 4, Issue 3

August 1985

Pages 177-266

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Published Online:August 01, 1985

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David C. Schmittlein, Albert C. Bemmaor, Donald G. Morrison, (1985) Technical Note—Why Does the NBD Model Work? Robustness in Representing Product Purchases, Brand Purchases and Imperfectly Recorded Purchases. Marketing Science 4(3):255-266.

https://doi.org/10.1287/mksc.4.3.255

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Technical Note—Why Does the NBD Model Work? Robustness in Representing Product Purchases, Brand Purchases and Imperfectly Recorded Purchases

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